Bank marketing at the present Ukrainian banking services market

• Видавець: Інститут економіки промисловості НАН України
• Дата: 2016
• Автори: Shlafman, N., Hudkov, V.
• Формат: Стаття
• Мова: English
• Опубліковано: Інститут економіки промисловості НАН України 2016
• Назва видання: Економічний вісник Донбасу
• Теми: Marketing
• Онлайн доступ: http://dspace.nbuv.gov.ua/handle/123456789/114909
• Цитувати: Bank marketing at the present Ukrainian banking services market / N. Shlafman, V. Hudkov // Економічний вісник Донбасу. — 2016. — № 4 (46). — С. 99–103. — Бібліогр.: 13 назв. — англ.

The high degree of Ukrainian economy’s politicization led to an aggravation of problems in the banking sector, which virtually ceased to perform its function of lending business these days. For an effective functioning of the banking system in the face of growing competition and commercialization of banking activities, the system’s management must include: objective determination of the current and desired state, which is coordinated by the management of financial resources, development of new flexible strategies, innovative management solutions choice, new segments, banking services and service methods development. Western specialists and experts point to the urgent need of improving of strategic and organizational roles of Bank marketing, that is based on effective usage of new information technologies. The basis of the modern Bank marketing is a strategy of maximal customer satisfaction, which, in turn, leads to a significant increase in bank’s profitability.The article considers several still not enough revealed aspects of this scientific problems, especially: analysis of current state of Ukrainian banks’ marketing activities; analysis of marketing service organization in Ukrainian banks; determining of marketing studies, which are preferable for Ukrainian banks; detection of marketing activity problems in Ukrainian banks and determination of transformational market factors.Also, the main trends and development of Bank marketing features are considered, basic types and relationship marketing tools are described.